ナシ作の再編とマーケティングに関する研究

As the economic situations surrounding pear farms are changing rapidly, a new management is required to cope with them. This paper is to study the past and present conditions of pear marketing in Tottori and to suggest a future strategy. At present pears have been marketed primarily through individual cooperative with some coordinations and supports by Tottori Fruit Growers Cooperative Association. But recently the consummers needs have been changing for higher quality fruit, the improvement of fruit quality is essential. One of the fundamental features of marketing structure of agricultural commodities has been the marketing through wholesale markets, but the vertical coordination between growers and buyers is increasing both in and outside wholesale market routes. And as the consummer's desire for higher quality rise, the share of supermarkets rises. Therefore the orderly marketing, improvement of fruit quality for higher commercial value, and the sales promotion are essential for the competitive markets, and the horizontal coordination between growers and buyers, quick information gathering throughout cooperatives, and strengthening of bargaining power are also essential. When consummers desire for higher quality, supermarkets' shares rise, and international competitions in fruit marketing intensify. The total execution of the above strategies, making proper use of good orchards and seeking assistance by and cooperation with Tottori Prefectural Fruit Growers Cooperative Association, becomes most important. In short the basic marketing strategies for pears should be the integration of best possible ways of meeting demands and creating supply, of collecting and distributing, of controlling quality, of grading and assorting, of transporting and storing, and of financing and risk-taking.